Viral Korean Ad Perfectly Captures the Abuse Call Center Workers Experience
![Viral Korean Ad Perfectly Captures the Abuse Call Center Workers Experience](https://nextshark.b-cdn.net/wp-content/uploads/2017/09/koreanad-e1504744615974.jpg?width=1536&auto_optimize=medium&quality=85&blur=80)
![Viral Korean Ad Perfectly Captures the Abuse Call Center Workers Experience](https://nextshark.b-cdn.net/wp-content/uploads/2017/09/koreanad-e1504744615974.jpg?width=1536&auto_optimize=medium&quality=85)
![Carl Samson](https://nextshark.b-cdn.net/wp-content/uploads/2023/08/CARLSAMSON_NEXTSHARK.jpg?width=128&auto_optimize=medium&quality=85)
By Carl Samson
A Korean ad that aims to put an end to the abuse of customer service call center workers has been touching hearts on social media.
The three-minute ad, created by oil company GS Caltex and communication agency AdQUA Interactive, features three female employees who have experienced verbal abuse from customers during calls.
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As told in the video, call center workers are vulnerable to sexual harassment — some customers intentionally moan in a sexual manner during consultations.
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Some have no problem lashing out with abusive language at workers, such as “Can’t you f*cking understand me?” and “Just sit there and take calls all your life.”
A 40-year-old customer was particularly notorious, hitting a record of 163 insults to 25 employees in three months.
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In an effort to stop the abuse, GS Caltex installed “Kind Words” ringback tones at General Motors Korea’s call center.
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These ringback tones are recordings made by the employees’ family members, reminding customers that they will still be talking to human beings with emotions.
In the video, a little girl can be seen recording, “My mom, who I love the most in this world, will help you soon.”
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Ten days after the campaign’s installment, the employees’ stress levels went down by a whopping 54.2%, while their feeling of being respected went up by 25%.
The customers’ kind words, meanwhile, increased by a respectable 8.3%.
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Korean netizens commented:
“I always say ‘thank you’ at the end. Most of the agents do not just hang up. They reply, ‘No, thank you. I am more thankful. Thank you. Have a nice day.”
“It’s a really good idea to have this kind of education.”
“This is really touching.”
Watch the ad (via YouTube):
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